01 — DECIDE
Assess Before You Commit
DECIDE is the first stage of the IMES approach. We assess the UK opportunity using evidence across market demand, competition, market access, commercial feasibility and key risks. The purpose is to support a clear decision on whether to advance, test, adapt, hold or stop before significant resources are committed.
- Market demand
- Competition & positioning
- Market access
- Commercial feasibility
- Key risks
02 — TEST
Test Before You Scale
Where the evidence supports further exploration, TEST is used to examine selected assumptions through focused, controlled activity in the UK market. The objective is to gather real-world evidence, learn from market response and determine what should be kept, adapted or reconsidered before wider commitment.
- Selected assumptions
- Focused market activity
- Real-world feedback
- Evidence and learning
- Keep, adapt or reconsider
03 — REPRESENT
Represent When the Evidence Supports It
For selected opportunities, REPRESENT may follow when sufficient evidence and validation support further UK market activity. IMES may provide appropriate market representation to help maintain structured engagement with relevant UK opportunities. Representation is selective and is not an automatic outcome of DECIDE or TEST.
- Evidence-led progression
- Selective representation
- Relevant UK opportunities
- Structured market engagement
- Ongoing learning and review